The complete guide to making ads on Instagram 2024: professional strategies and tips

The complete guide to making ads on Instagram: professional strategies and tips

In this article, you will learn everything you are looking for about advertising on Instagram, from A to Z, from creating an account to making profits.

Instagram is the second most accessed network after Facebook. The popular #500 visual social medium sees over XNUMX billion monthly active users and XNUMX million stories daily.

Everyone is on the social media platform. The increase in brands that have developed a presence on the platform has increased dramatically. 

Did you know that 71% of American companies use Instagram, while only 46% of German companies use Instagram? But is it worth it to market via Instagram? And should your business also be on the platform? The answer is yes and here is why:

  • Instagram sees over 500 billion monthly active users and XNUMX million Instagram Stories daily.
  • There are 140 million Instagram users in the United States
  • Instagram is the second most accessed network after Facebook. Users browse for an average of 53 minutes per day.
  • About 71% of businesses use Instagram.
  • Nearly 45% of Instagram users are between 18 and 44 years old.

It's clear that Instagram is no longer just for personal use. It's now a global platform that allows brands to humanize their content, hire new talent, showcase products, and inspire their audience.

What's more, Instagram users aren't just active – they're engaged. About 59% of the platform's active users visit the site daily, spending at least 7 hours per week browsing content and interacting with friends and brands.

Instagram can also help you increase awareness of your brand and introduce new products. Every month, 130 million users on Instagram interact with shopping content. Instagram allows you to promote your brand and product in a friendly and authentic way without the difficulty of selling to your customers.

Even with all these Instagram stats, you may still not be sure how to get started. We know the platform can be a little intimidating at first, which is why we created this guide.

Features of ads on Instagram

Advertisements on Instagram

The primary advantage of Instagram over other social media platforms is its visual nature. If you have a business that benefits from your product design or if you have a service that has a noticeable end result, Instagram is the best platform to showcase this content.

Video, photos, and illustrations are all great content that works for this social media platform, but your marketing strategy will ultimately determine what type of content you want to post and how often. Having a strategy in place before diving into a new social media platform, no matter how well it works for everyone else's business, will keep you focused on your goals — and more importantly — your audience.

Building Instagram strategies

The complete guide to making ads on Instagram: professional strategies and tips STUDYSHOOT
  1. Define your complete Instagram marketing goals
  2. Determine your target audience.
  3. Conduct a competitive analysis.
  4. Configure the editorial calendar
  5. Create a consistent brand.
  6. Grow your follower base on Instagram.

Many companies feel pressure to be present on every social media platform…and they forget about strategy. Don't make this mistake.

Because Instagram is different Much Unlike other popular social sites, it requires a distinct marketing strategy. Start here to develop your brand's unique style.

1. Define your goals for Instagram.

Before you start posting on Instagram, ask yourself (or your team) one thing: Why are you on Instagram? Given the platform's popularity, your answer shouldn't be, “…because everyone is.” To be successful on Instagram in the long term, you must have a specific purpose and goals so you can justify your time, energy, and monetary investment.

There is no right answer here. Maybe you want to use your Instagram feed to post your products and sell them to customers, like Anthropologie. (Many e-commerce businesses and physical products are on Instagram for this reason.)

Maybe you'll leverage Instagram to share your art and design portfolio content so followers can see your product (or service) in action, like a makeup artist. The Wicked Waxer .

Maybe you're on Instagram to build brand awareness simply by posting motivational quotes and fun visuals, like one of my favorites, The Blurt Foundation .

Maybe you want to use Instagram to share user-generated content so your followers can see real people using your product or service like you do. orangetheory . (Many global franchised companies do as well.)

Whatever the reason, make sure you define your Instagram goals first. And imagine what? Your account can have multiple goals and you can post product photos while sharing content.

2. Identify your target audience on Instagram.

Determine the audience you want to reach before you start Instagram marketing. If you have other marketing strategies, build on them to keep your efforts consistent. Don't forget to consider factors such as:for age Location and gender Income, interests and motivations.

I do not know from where to begin?

Monitor popular events and hashtags relevant to your business. See who is using and interacting with these hashtags and check out their profiles. You can also take a look at your competitors' followers. Instagram makes it easy to define your audience.

3. Conduct a competitive analysis.

One of the most important steps in marketing on Instagram is defining your audience, so you must conduct a competitive analysis to find out what other marketers in your field are posting. If you already know your best competitors, start by reviewing their Instagram profiles. If not, search for terms related to your business and industry to find similar accounts.

make Quick audit of accounts Related to see which posts are getting the highest engagement, what popular hashtags they are using, what their captions are, how often they have been posted, and how fast they are growing. This information can serve as a benchmark when you're starting out To grow your own account.

As you audit your competitors' content, note any opportunities they may have missed. Adding unique content to the mix will help your business stand out from the rest.

4. Configure the editorial calendar

Creating an editorial calendar can help you save time, manage your Instagram presence, and boost your Instagram marketing power.

Fill your calendar with a few types of Instagram posts and plan captions, hashtags, and posting times in advance.

The editorial calendar is also a great place to record any major events to highlight on your Instagram account, such as new product launches or special offers. 

With Instagram's editorial calendar feature, you can keep an eye out for opportunities in real-time instead of scrambling for last-minute posts.

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5. Build a consistent brand on Instagram.

Spam confuses your audience and can cause you to lose followers. To prevent this, maintain a consistent brand aesthetic on your Instagram account.

Determine what this looks like by thinking about Your brand personality. What is it Value your brand? How do your customers and employees define your brand? Are you Bold enough, fun, brave, or adventurous?

Ideally, a brand aesthetic helps your brand become recognizable, meaning someone can see your photo in their feed and instantly know it's your photo... without seeing the name.

Once you define your brand personality, then write or design your content to match it. This can also apply to the color palette used in your images.

Brand aesthetics don't just apply to visuals. Aim to post images with your brand in mind as well. Including compelling stories in the purchase of a particular product, for example, can make your brand more relatable.

For example, an abstract Red Bull They have lots of high energy images and videos that add to their brand story.

6. Grow your follower base on Instagram.

Increasing your following requires time and energy and is committed and committed to fully working. You may be tempted to take the easy way out and buy followers... Do not do this! Buying followers won't actually increase engagement, which is what you really need to ensure your posts are seen. 

Here's what you can focus on to build your following the right way.

  • Make sure your username is recognizable and searchable. 
  • If people can't find you, they won't be able to follow you! 
  • Fill out your account bio file
  • Once you optimize your profile start posting. 
  • It's a good idea to fill your feed with ten to 15 high-quality posts before you actually start getting your followers to engage with you.
  • If users visit your profile and find it empty, they probably won't follow you.
  • Next, start following accounts that interest you and relate to your business. 
  • Think of Instagram as a community and find other businesses in your area or influencers who might enjoy your product or service.
  • As you follow accounts, Instagram will suggest related accounts that you can follow as well.
  • After following the account, interact with their content. This is the most natural way to draw attention to your Instagram account without being spammy. 
  • When you follow or interact with an account, the account owner will receive a notification. 
  • Encourage others to share your content. 
  • Invite brand ambassadors to share your account or collaborate with similar accounts.

How to market via Instagram by promoting customers

Once you create an account and publish more than 15 posts, you can start converting these followers into paying customers for these services or products.

  • Promotions: Deals, discounts, and other promotions are a great way to increase first-time sales with your audience on Instagram. Be sure to include what your followers need to do to receive the offer, and mention a deadline to create a sense of urgency.
  • Contests: What better way to make someone a customer than letting them try your product? Run contests that require someone to follow your account or post with a hashtag to enter.
  • Charity: 81% of Millennials expect companies to publicly commit to philanthropy. Doing this can build affinity for your brand and help convert followers into customers. 
  • Live broadcast: Consider showcasing a new product or service using Instagram Live. Next, urge users to purchase by including a purchase link in your bio.

Finally, make sure to promote your Instagram on other channels. Embed an Instagram social sharing button on your website and share your Instagram on other social platforms. Sometimes the quickest way to gain more followers is to simply request them!

How to create a business account on Instagram

The complete guide to making ads on Instagram: professional strategies and tips STUDYSHOOT

Before we get started, it's important to note that Instagram is for current content. To stay relevant with your audience, you will need to invest the resources required to post regularly.

The best way to keep your followers engaged is to keep your Instagram profile up to date. Below, we'll dive into how to create and maintain a successful Instagram profile.

If you don't already have it, download the Instagram app from App Store Or Google Play Store . You can view content on Instagram, but you cannot download it to your computer. You'll need the app for that.

Step 1: Open the Instagram app and tap Register with iPhone or Email

When you open the Instagram app, you will have two options to create an Instagram account for your business – Log in with Facebook Or register Using phone or email . Make sure you sign up with a work email so your Instagram profile isn't linked to your personal Facebook account. (Trust us, you not want to do it!)

Step 2: Enter your account details.

Under Full Name, enter your actual business name so visitors can recognize your profile. This name is what is displayed on your profile; It's not your account username (or Twitter username for those people).

Step 3: Choose a username.

A username is a name that is unique to your profile and allows other accounts to interact with your brand. studyshoot's username is studyshoot.

Choose a username that is easy to recognize and find. If your business name is used, try to keep the first part of your business name in your username. 

Note : You can update your username later in your account settings, so don't worry if you want to change it in the future.

Optimize your account

After you've set up the basics of your Instagram account, it's time to optimize it. Follow these steps to create a profile that people will want to see in their News Feed every day.

Step 4: Choose your profile picture. 

Your profile picture is your first impression on new visitors. For this reason, keep your image consistent with your brand and visual cues.

Consider using your logo or other familiar image. Instagram profile photos are automatically cropped into a circle, so leave space around the corners of the photo.

Step 5: Next – your Instagram bio. 

Instagram bios have a 150-character limit, so your goal here is a straightforward, concise summary of who you are and why people should follow you. Tell your audience about your business with a hint of personality. Instagram bios aren't searchable, so don't worry about keywords or hashtags (which we cover more below).

In your bio, you can encourage users to take a specific action, such as using a specific hashtag or visiting your website. Your bio is the only place you can highlight a clickable URL and direct traffic to an external site.

For this reason, it is common for companies to update their featured URL to align with their most recent posts. 

If you decide to add a link, make sure to use a link shortener such as Tracking URL Builder from your account or a tool like Bitly or or To keep your profile from looking cluttered. 

Tracked URLs also help you better understand how much traffic Instagram is driving to your website.

Pro tip: To make future edits, click the “ Edit file Profile” on your profile to change your photo, name, username, bio, and URL.

Manage your account settings

Finally, let's review your account settings. In this section, you will be able to update contact information, privacy settings, and more.

Step 6: Adjust your settings.

Click The three stacked lines in the upper right corner of your profile, then click Settings At the bottom of the window. (Under your username, you'll see some links that we'll cover below.)

Within your settings, you'll be able to do things like change your password, see posts you've liked, enable notifications, and much more. Here are some things you should check right away.

Switch to a professional account – This allows you to identify your profile as a business profile. Instagram's business tools feature makes it easier for users to contact you, provides you with in-depth insights, and allows you to promote your content. Your business must have a Facebook business page to switch to an Instagram business profile. 

From your settings, click Account > Switch to the professional account To access these features.

Switch to a Business or Creator Account – Choose this setting, log into Facebook, and let Instagram manage your Pages.

Locate Facebook page To connect to your Instagram profile. (You must be a Facebook page admin to connect the two platforms.)

Instagram will automatically import relevant information from your Facebook page for editing. You now have an Instagram business profile. Don't forget to use the features that come with this type of account like Profile Insights.

private account – Here you can change your profile from public to private. Instagram will automatically set your profile to public – we don't recommend changing it! As a business, you will want users to see your posts and follow your business without any hurdles. From your settings, click Privacy > Privacy Account , and make sure it is turned off.

Types of Instagram marketing posts

The complete guide to making ads on Instagram: professional strategies and tips STUDYSHOOT

Now that you've created and optimized your Instagram account, it's time to start posting great content. 

It allows you to market on Instagram by posting several types of content, including photos, videos, and stories. Let's talk about the different types of Instagram posts and some best practices for encouraging engagement.


The most popular post on Instagram is a photo post. When posting photos, share a variety of photos. Diversity will show that your brand is diverse and will engage your followers in different ways.

It's also important to remember that Instagram users are looking for real posts from brands – not blatant ads. Try to capture your company culture with lifestyle shots and behind-the-scenes looks. Avoid posting too many photos of your product.

Example: includes Nike's Instagram Product images, but the majority show real athletes, concerts, and other types of content that promote Nike's brand personality as a whole.

Behind the scenes posts

These posts provide a glimpse into the part of your business that people don't usually see. It's important that they don't look staged – originality is key!

Redeployment of employees

Great content can be right in front of you...on your employees' Instagrams. (Just be sure to tag or credit the original poster.) Reposting photos from your employees is an easy way to curate authentic content and humanize your business. Not only will your audience engage with your brand, but they will also start to “bond” with your employees.

Educational posts

Educational posts offer snackable tips on how to do or make something. Pictures or videos usually provide instructions in a quick, easy-to-follow manner.

Example: محتوى Studyshoot On Instagram, he always posts educational content.

Influential posts

Influencer posts use the fame of a well-known celebrity or public figure to promote your brand. These posts often include a profile picture of the influencer using or interacting with your product. One of the main benefits of influencer posts is capturing the attention of another audience.

Example: shows Goal Zero Famed rock climber and photographer Alex Honnold using a solar charging station. Not only does Goal Zero reach its audience, but it also reaches Alex's Instagram follower base of over 500.000.

Motivational posts

A motivational post combines a simple visual image with an overlaid quote or encouraging text. These posts encourage your audience and amplify your brand values. Although effective, try to spread it sparingly to avoid appearing cheesy. Apps like Quipio and Typic Add text to images in a way that aligns with your brand guidelines.

Example: Often involved Foundr Publications Motivational to encourage its follower base of entrepreneurs, small business owners and marketers. The publications are also consistent with their mission as a business media company.

User generated content

Similar to reposts of content by your employees, user-generated content is curated content from fans and followers. 

Your tagged posts and posts with your brand hashtag are a great source for your content.

How to post on Instagram story

The complete guide to making ads on Instagram: professional strategies and tips STUDYSHOOT

Instagram offers three options for posting to your story. You can tap the camera in the upper left corner, tap your story at the top of your feed, or swipe right to access the camera.

The camera will default to Normal , but let's review other camera settings that we didn't cover above.

  • Type: To create a text post
  • Music: To pair a music clip of your choice with a photo or video
  • Live: Capture and post live content on Instagram for your followers to watch
  • Superzoom: Adds an animated zoom to a video
  • Focus: To focus on a subject and blur the background
  • Hands-Free: This allows you to capture video without having to press the record button

Like your typical phone camera, a lightning bolt icon controls the flash and an arrow icon switches the camera view between front-facing and front-facing. Instagram recently added filters (like the ones on Snapchat) that you can access by tapping on the smiley next to the arrow icon.

Step 1: Upload your photo and add a filter.

Stories make it easy to add personality to your content! Swipe left or right to access filters. Select the pen icon to choose a color and add a doodle.

Step 2: Press icon Aa To add text using the keyboard.

The smiley icon allows you to add location, music, a poll, and many more fun features.

Instagram also lets you tag another account in your story, which is a great way to connect with other businesses and your followers. To tag someone, type code @ Followed by the username you wish to mention. This makes the tag clickable so viewers can visit the profile. You'll receive a notification if you're mentioned in someone's story.

Step 3: Post your story.

When you're ready to publish, tap the icon your story Or save it to your camera roll to post later. You can also click "send To” to add to your story and also send it directly to other users. 

Stories appear at the top of your Instagram feed and through your profile picture. To see who viewed your content, swipe up when viewing your story.

How to add Instagram Story Highlights

The complete guide to making ads on Instagram: professional strategies and tips STUDYSHOOT

Instagram Story Highlights are Instagram Stories that have been saved after their designated 24-hour period and published to your Instagram profile. You can find them in the little circles below your Instagram bio. 

Story Highlights are a great way to do Instagram marketing and post them almost permanently on your account for your followers to see. They're also useful ways to showcase products, services, promotions, and more as your highlights can include links to external sites.

Instagram Story Highlights can also be used as a list of genres. Many businesses use Instagram Story Highlights to post their business hours, current promotions or sales, information about team members or store location, behind-the-scenes video, and more. 

There are multiple ways to add Instagram Story Highlights. 

It's important to note that you can't add photos or videos directly to Story Highlights. Your featured story must be previously published before you can pin it to Highlight.

One way to create and/or post a highlight story is to your existing Instagram story.

Add Instagram Highlight from Story

Step 1: Open your existing Instagram story and tap on the labeled heart icon Highlight .

At this point, it will ask you in your account which Highlight you would like to pin the story to, or it will ask you to create a Highlight if you don't have any yet.

Step 2: Edit the highlight.

Once you add the story to an existing Highlight (or use it to create a new one), you'll see the Highlight appear on your Instagram profile, below your Instagram bio. Once published, Story Highlights can be edited to change the cover photo, choose a new name, remove posts, or even add new posts from your Stories archive (which we'll talk about later). To edit a highlight, click The three points at the bottom of Story Highlight and tap Edit Highlight.

Add Instagram Highlight from archive

You can also create or add to Story Highlights from your archive, where your Instagram Stories are saved after the 24-hour limit expires.

Step 1: Access the archive.

You can access your archive by clicking The three lines In the upper right corner of your profile and click الأرشيف . Your archive also includes posts you've removed from your Instagram profile; To switch between posts And stories , Click on archives In the top bar of the drop down menu.

Step 2: Add highlight.

From your archive, you can choose old Instagram Stories to add to Story Highlights. Simply open an archived story, click “ discrimination ” in the bottom menu, and choose “Highlight” to add it to it.

Marketing via Instagram...your step-by-step guide